Agencies Will have to Steer Marketers Towards the Big Ideal In This Marketplace, the Four P’s Are No Longer Enough

For years now, corporate-communications experts have been telling anyone who will listen that a company’s financial performance is tied to what the company stands for beyond the balance sheet. But their theories have fallen on deaf ears, with colleagues in the marketing department preferring a brand-centric focus on price, promotion and product benefits to the business of dealing with awkward issues and their company’s place in the world.Read Full Article